By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Duracell introduced two new 15-second TV commercials in select U.S. markets in mid-May addressing what the company considers to be a “misunderstanding.” The ads are an extension of a campaign to correct the consumer misconception that “heavy-duty” zinc batteries provide stronger, longer-lasting performance.
The theme of the campaign — heavy-duty zinc battery performance is inferior to that of alkaline batteries — is the same message the company carried on radio and through print ads last fall.
Duracell said its research shows there is a high level of consumer confusion regarding the meaning of heavy duty, and that it is critical that Duracell drive home the point that the heavy-duty zinc cells are significantly inferior in performance to alkaline types.
The zinc cells preceded development of alkaline and provide less performance over time and typically yield only a fraction of the life of alkaline, said the company. Duracell's message is that consumers have to purchase up to four times as many heavy-duty zinc batteries to deliver the same service life as one Duracell CopperTop alkaline cell.
Along with the TV ads, the company is running ads in a variety of lifestyle, general interest and entertainment magazines.
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